Giant deodorants in mupis in Rotterdam and Amsterdam are part of the promotional campaign for Dove’s first range of 72-hour rechargeable antiperspirant deodorants. The brand has carried out a special outdoor advertising action to publicize what it considers one of the great advances in the category.
The action communicates the virtues of the rechargeable deodorant
The product was presented globally in the first quarter of this year, and has been arriving in stores in recent months supported by different marketing and communication actions. In the Netherlands, the Unilever brand has joined forces with the creative production company O2H Creative Solutions and the exclusive JCDecaux to deploy facilities in the country’s two main cities and convey the virtues of the new deodorant.
It is based on the characteristics of the product, which the company explained at the time of launch, “combines long-lasting protection, skin benefits and a stylish refillable packaging design to offer consumers a new way to enjoy Dove’s trusted protection”.
The refill system is designed for easy exchange and the packaging is made from 70% recycled materials and has been tested to ensure long-lasting performance. The new deodorant also has six different fragrances and a formulation aimed at reducing sweat and lasting antibacterial action. The new design is designed to facilitate a fluid user experience so that the purchase becomes recurring and intuitive at each stage of the recharge process.
These attributes are what they have tried to capture in Dove’s special installations, which consist of mobile bodies that emulate the operation of deodorant. As shared by JCDecaux through LinkedIn, the mupi is made with 3D printed parts in color and has a mechanism that allows the deodorant stick to move up and down, revealing the refill unit. This same thing has also been transferred to bus and tram stops, which also include benches integrated into the design and that emulate deodorant refills.
The action is part of a broader communication campaign that, among other things, also has a spot that highlights the duration of the product, its convenience and the way it adapts to different users. Six women, dressed in different colors, carry the six different fragrances in which the product can be found.
“This launch represents a significant step forward for the category, as we combine strong performance (72-hour protection), superior care and a more sustainable format in a compelling proposition.“said Dick van Creij, Marketing Director for the Personal Care category at Unilever Benelux. “Refillables are one of the fastest growing deodorant segments, and with this innovation, Dove is helping to accelerate that growth. By offering interchangeable kits and refills, we maximize variety for buyers while minimizing waste; unlocking both value and relevance for the category”:
